Are you interested in a career in fashion? Find out what it’s like behind the scenes at one of Britain’s most iconic brands Lulu Guinness from Sales Director Nicola Hoare…
Hi Nicola! Tell us about what the role of Sales Director involves. Is there a typical day?
Typical day depends on the time of year, it might be selling our latest Collection at a trade fair in Paris or New York, meeting Wholesale accounts in our London showroom or sitting in Design meetings and working on future ranges.
How closely do you work with Lulu?
Very closely, she’s in the office every week and is very involved in all aspects of the company. Her passion for the business never fades so we’re always chatting though ideas and thoughts she’s had.
Where did you work before you joined Lulu Guinness?
My last role was Retail buyer at Pringle of Scotland around the time they were re launching and starting to do catwalk, a very exciting time. At the time we had four stores in the UK, and four concessions in House of Fraser and Harvey Nichols so the product mix for each location was quite different.
Did you always want to work in luxury fashion?
I always wanted to work in fashion, either my own business or with a brand I believed in, hence being with Lulu for nearly 8 years!
Did you go college/university and if so what did you study?
I studied Psychology at University College London, very different to fashion but at the time there were no Fashion courses available unless you wanted to be a designer. I’d always been interested in Psychology and felt it was a subject that may cross over with various aspects of life and hopefully prove useful.
What was your first job in the fashion industry?
My first job was as a Buyers Clerk for the Clothing Buyer of a Children’s department Store based in London called Daisy and Tom. It’s since been bought out but at the time was a fabulous mix of the best clothes, shoes, toys and books for kids; set up by Tim Waterstone of Waterstone books.
What do you think it is about Lulu Guinness’ collections that makes them so popular?
With Lulu driving all the design, each collection is a true reflection of her personality and taste, rather than a contrived range driven solely for commercial gain. Each bag has an element of Lulu’s sense of mischief and love of vintage styling, truly unique.
Do you have a favourite Lulu Guinness bag?
I have a favourite for a few months and then I see the next collection and love those so it always changes. One of my current favourites is a bag named Nicola after me! (pictured below).
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If you could describe the brand in three words, what would they be?
Irresistible, glamour, mischief
Did the recession affect the company and if so, how did you get through it? Are luxury fashion brands the first to suffer in an economic downturn?
I think all retailers were affected by the recession, however we’re lucky as our product is unique so is less easy to substitute; if you’re going to indulge in a new handbag you want it to be different to the masses.
How important is online shopping to the brand? How do you manage the balance between online destinations and retail spaces? Which takes priority?
Online grows more and more every year, they way we shop is changing so we invest in both environments equally. We recently upgraded our website and integrated all Social media elements; we now have a staff member who just manages all our Social Media. We’re conscious that retail stores need to offer something different to our online and Wholesale customers, so we’re constantly looking to improve shopping experience and service so that customers want to come back.
What do you look for in a graduate? What kind of graduate roles are available at Lulu Guinness?
We’re a smallish team of around 30 in our Head Office covering all areas of the business, so we look for graduates who think on their feet, work hard and have good attention to detail.
What advice would you give to aspiring Buyers?
It’s such a competitive area that it’s really important to be up to date with current trends and activities so read blogs, magazines, Sunday Papers etc to get a good sense of what’s going on in Fashion and the world in general; its amazing how a big film, art exhibition or event can influence trends. The best advice I was given for selection was stick to your gut instincts, and if in doubt leave it out! Always be driven by your customers’ taste rather than your own.
What’s the future for the company?
It’s a busy time for the brand with expansion globally through diffusion lines, franchise stores and Wholesale distribution; as well as new product ranges and collaborations. There’s always something new going on so it’s never dull!